Mobile Web v. Mobile App - Data & Marketing Association · Confidential + Proprietary Mobile Web v....
Transcript of Mobile Web v. Mobile App - Data & Marketing Association · Confidential + Proprietary Mobile Web v....
Confidential + Proprietary
Mobile Web v. Mobile App Where should you invest your next marketing dollar? November 9, 2016 I NEW YORK
Proprietary & Confidential
Users encountering friction with businesses when engaging on mobile
Agree Disagree Don’t know
There are still a lot of websites that don’t offer good mobile functionality
86% 11% 2%
The tiny keyboard on a mobile device is hard to use 2% 29% 69%
For personal use, I no longer use a PC and only use my mobile device
5% 61% 34%
Confidential & Proprietary
How can I make the right mobile marketing choices for my business customers?
Prioritizing channel development and determining the right level of investment for each is never easy. ...The factors influencing the choice for one business are never exactly the same for another business. This is as true for mobile as it is for other media channels.
– 2015
Proprietary & Confidential
LET’S START WITH THE BASIC DEFINITIONS
What is a Mobile Site (aka: mSite, Web App, or mWeb)? Internet-enabled properties that:
● Are accessed through the mobile device’s web browser (Safari, Chrome, etc.)
● Don’t need to be downloaded or installed to a device
● ‘mSites’ can be used interchangeably with Web Apps and mWeb in this conversation
Progressive Web Apps are mobile websites that use modern web capabilities/APIs to deliver an app-like user experience. PWAs work everywhere but are supercharged in modern browsers.
What is a Native App? (aka: mobile app)?
A native app is an app for a mobile device (smartphone, tablet, etc.) and is installed directly onto the device. It can leverage native OS functionality to create more integrated user experiences. Users typically acquire native apps through an app marketplace such as the Apple App Store or Android’s Google Play.
“the app vs. mobile web debate needs to move beyond either-or arguments to
discussions about the goals each channel can achieve for a business and the timeline
by which those goals can be achieved.”
– 2015
Proprietary & Confidential
KBB PROVIDES A SEAMLESS EXPERIENCE ON BOTH PLATFORMS
Native Apps Mobile Site
Proprietary & Confidential
CAVIAR ENGAGES WITH CUSTOMERS SUCCESSFULLY ON BOTH
Native App
Mobile Site
Proprietary & Confidential
USERS ENGAGE WITH MOBILE SITES BECAUSE THEY ARE INTUITIVE, LIGHTWEIGHT AND EASY TO
DISCOVER
Users are familiar with how websites
work
Limited device memory for
installing
Mobile sites are easily discoverable
Source: e-marketer December 2014: http://www.iab.net/mobileappsandweb
Proprietary & Confidential
mSITES CAN PROVIDE MANY BENEFITS FOR BRANDS
Build once, run everywhere mSites work across iOS, Android, and all other platforms with a browser
Adaptability Build a responsive site to address both phones & tablets rather than building two distinct apps for each device
Shorter development timelines Allow for easy updating. Users don’t need to accept or install your updates.
Lower Development Costs mSites are generally less expensive to build
The web is open for all No approvals, revenue sharing, or marketplaces Tracking is simpler Analytics/Conversion Tracking can extend to your mobile site vs. installing an SDK
Source: e-Marketer June 2015 http://na2.totalaccess.emarketer.com/Reports/Viewer.aspx?R=2001615&ecid=dfda7bcd4b86471fba0d362c1f4a962e
Proprietary & Confidential
FOCUS ON USER EXPERIENCE TO ENSURE SUCCESS
View all 25 Design Principles: static.googleusercontent.com
Ensure Site Search is present on every page
Streamline the user’s ability to convert
Keep form fields to the absolute minimum
Homepage navigation should be clear and mobile-friendly
Focus on usability & form factor on every page
Getting started tips:
Constantly analyze and optimize your mobile site
Google Confidential and Proprietary
DON’T FORGET ABOUT THE SPEED OF YOUR SITE
40% abandon if a
site takes >3 sec to load
47% expect a page
to load in <2 sec
52% say fast load time
is important to brand loyalty
Google Confidential and Proprietary
Source: Kissmetrics
Proprietary & Confidential Proprietary & ConfidentialSource:: Checklist Here, Cost 1, Cost 2 mSite Vendors
How do I find a developer for my mobile site? ● Webmaster Tools has a great checklist of where to begin ● We have a list of Google approved vendors if you’d like to start there.
How long should it take to build? ● The length of time it takes to build or rebuild a mobile site will largely be
determined by the nature of the request. It can take anywhere from a month up to a year to complete based on your resources.
How much should I invest in my mobile site? ● The answer is… it varies! ● If you need a full re-designed website it can be anywhere from $150K+
depending on the complexity of your site and how much can be upgraded vs. needs to be re-built
● Developing your site may be more expensive if you choose to support a wide range of browsers
COMMON QUESTIONS:
? Proprietary & Confi
Proprietary & Confidential
USERS ENGAGE WITH APPS FOR CONVENIENCE, OFFLINE CAPABILITIES, & BECAUSE THEY ARE BUILT FOR MOBILE
USERS ENGAGE WITH APPS FOR CONVENIENCE, OFFLINE CAPABILITIES, & BECAUSE THEY ARE BUILT FOR MOBILE
Source: e-marketer December 2014: http://www.iab.net/mobileappsandweb
Native apps are CONVENIENT
(Saved to your homescreen, remembers your credentials, etc)
Mobile apps are ALWAYS
AVAILABLE (offline access)
Apps are integrated natively with the
MOBILE OPERATING
SYSTEM (OS)
Proprietary & Confidential
Relationships Build a relationship with your loyal users
Accessibility App extends features to mobile, provides customer service support, etc..
Repeat Business Can increase sell-through and repeat business, make mobile commerce or engagement more seamless
THERE ARE MANY GREAT REASONS TO INVEST IN AN APP
Connections Connect a brand with their most mobile consumers
Discoverability App stores can help with discoverability
OS integration If the nature of your business requires deeper native platform integration and full hardware access.
Proprietary & Confidential
ABOVE ALL, RETENTION IS KEY TO APP SUCCESS
Understanding App Lifecycles
The key to success is acquiring, activating and retaining quality customers.
Proprietary & Confidential
Acquisition Activation Retention Referral / Advocacy
Revenue / Monetization
Build a user base Onboarding flow or welcome message,
registration
Push notifications, feature
optimization, lapsed user reactivation
Share with friend, social media integration
In-App Purchase or mCommerce purchase, ad optimization,
etc.
As users drop off and new users are acquired, the process can become cyclical
User lifecycle
Proprietary & Confidential
FEATURE NATIVE APPS CHROME MOBILE SITE X-BROWSER COMPATIBILITY
Offline Usage
Push Notifications
Background Sync COMING SOON
Accelerometer
Geolocation
Home Screen Icon
Deep Linking
WEB VS. NATIVE TECHNICAL COMPARISON (1 OF 2)
Proprietary & Confidential
WEB VS. NATIVE TECHNICAL COMPARISON (2 OF 2)
FEATURE NATIVE APPS CHROME MOBILE SITE X-BROWSER COMPATIBILITY
Bluetooth Support COMING SOON
Splash Screen Intro COMING SOON
Approval Process APP STORES
Automatic Updates APP STORES
Zero-Install APP STORES
Payments App Stores Take 30% of Revenue1
COMING SOON
NFC Compatibility
1 If using Google Play or App Store payments feature. Can also enable separate payments within app (e.g. mCommerce)
Proprietary & Confidential
KEY CONSIDERATIONS FOR PLATFORM PRIORITIZATION
Determine your business marketing objective
1 Determine the opportunity and segment customers
2
Are goals primarily around:
❏ Recreating a desktop experience on a smaller screen?
❏ Creating new engagement
opportunities for existing and/or loyal customers?
❏ Developing unique mobile
functionality for your business?
● Segment your traffic by customer type
● What mobile assets are most likely to increase conversions for both new and repeat visitors?
● Are there specific mobile use cases that lend themselves to specific technical solutions?
● Customers depend on both native apps
and mobile sites. When prioritizing, consider how your approach should be distinct and prioritize by necessary investment versus return.
Proprietary & Confidential
BREAK DOWN YOUR MOBILE REVENUE BY PLATFORM
MONTHLY APP VISITORS &
CONVERSION RATE AVG. REVENUE PER
CONVERSION
X, Y%
X
BEST AND MOST LOYAL CUSTOMERS
ONE TIME PURCHASERS
CASUAL SHOPPERS
APP DRIVEN MONTHLY REVENUE =
MONTHLY mSITE VISITORS & CONVERSION RATE
AVG. REVENUE PER CONVERSION
X, Y%
X
mSITE DRIVEN MONTHLY REVENUE =
APP
OPP
OR
TUN
ITY
mSI
TE O
PPO
RTU
NIT
Y
*Consider not only last click attribution, but look at cross-device conversions and offline conversions as well.
Proprietary & Confidential
PRIORITIZE DEVELOPMENT & RESOURCES ACCORDINGLY
MOST OF MY MOBILE REVENUE COMES FROM
mSITE TRAFFIC
Generally marketing towards new customers
STEP 2. Now focus on your loyal & engaged customers ● What are the marketing objectives you have for your loyal customers? ● Do you need an app or should you build out your mobile site to accomplish the
same tasks (e.g.: push notifications)
MOST OF MY MOBILE REVENUE COMES FROM
APPS
Generally marketing towards loyalty or repeat customers
STEP 1. Focus on optimizing your in-app experience ● Is your app intended for regular use and does it provide a utility to the user? ● Identify unique app-only actions and ensure mobile web messaging reflects
these use cases (eg: Entertainment, media, or gaming) ● Reflect on your mobile traffic - is current traffic usage a result of a poor UX?
STEP 2. Create a mobile site to complement your native app ● Use mobile apps to serve the needs and motivations of consumers on the go
(i.e. don’t just recreate your mobile site in an app). Keep in mind it’s likely existing/repeat customers using your app on a regular basis
● Politely encourage users to download by giving them a choice of platform
STEP 1. Focus on optimizing your store’s front door ● Fully optimize your mobile user experience ● Ensure a functional call to action is seamless (eg: mCommerce, Lead Form,
cross-device interactions)
Proprietary & Confidential
THE BRAND WITH THE EASIEST-TO-ACCESS CONTENT WINS
Source: Exact Target http://www.exacttarget.com/sites/exacttarget/files/deliverables/etmc-2014mobilebehaviorreport.pdf *Source: http://www.siteworx.com/globalassets/white-papers/mobile-commerce-2015.pdf?_cldee=bGl6enlnQGdvb2dsZS5jb20%3d&urlid=4
DELIVER CONTENT SIMPLY AND EASILY and you’ll be the clear leader Ease of Finding Products, Store
Hours, and Locations most requested features for mobile
shoppers three years running!*
91% of consumers say access to content any way they want is important.
Proprietary & Confidential
TO RECAP
★The lines between native apps and mobile sites are becoming blurrier. Mobile site and native app product innovation makes it possible to drive higher quality experiences for users on the mobile web, as well as in app.
★ Mobile sites are beginning to have integrated, app-like functionality alongside the low friction of the web. Progressive Web Apps enable users to add a site link as a homepage icon, make it possible to send push notifications from the web, and can work offline. Accelerated Mobile Pages optimize mobile content to improve performance on the mobile web.
★ Native app friction is reduced through “instant” app capabilities and deep
linking. In some cases users can engage with app content without actually installing an app. Combined with deep linking, this creates a site-like experience.
★ How content is accessed will be less important, while performance
expectations will go up.
We’re not yet at the point where the web can fully replace all native applications, but we can build high-performing responsive
websites right now.
– 2015
Source: AliExpress at Google IO, 2016
74% higher engagement across all
browsers (‘time spent’)
Progressive Web Apps
Proprietary & Confidential
2013 2014 2015 2016
Web / Native Web / Native Web / Native Web / Native
Deep Linking YES / NO YES / NO YES / YES YES / YES
Single click install and launch YES / NO YES / NO YES / NO YES / KINDA
Geo YES / YES YES / YES YES / YES YES / YES
Gyro YES / YES YES / YES YES / YES YES / YES
Offline KINDA / YES KINDA / YES YES / YES YES / YES
Camera KINDA / YES YES / YES YES / YES YES / YES
Push NO / YES NO / YES YES / YES YES / YES
Contacts NO / YES NO / YES NO / YES NO / YES
Auth NO / YES NO / YES NO / YES YES / YES
Payments NO / YES NO / YES NO / YES YES / YES
NEW TECHNOLOGY FROM CHROME IS ENABLING CLOSER FEATURE PARITY BETWEEN PLATFORMS